The energy drink industry is experiencing a new wave of healthier and natural energy drinks competing on the market. According to Kantar Worldpanel, in the past year, the sector has seen a decline of 3.7%, a drop of £8.6m year-over-year. Due to the increasing demand for health, no sugar and clean label claims, the energy drink sector is seeing a challenge to fulfil consumers needs.
Red Bull is already diversifying away from energy drinks to tap into new markets. Is there a revolution happening in the energy drink sector bridging the gap between health and energy boosting drinks?